Givaudan has revealed the “Shape the Future” Challenge in partnership with Moonshot Pirates, a group of young leaders and influencers to inspire Gen Z consumers to imagine the alternative protein experience of the future.
The collaboration will also propose new solutions that do not mimic meat, fish or dairy but answer their needs such as affordability, nutrition and convenience.
The Moonshot Pirates have received applications from around 1,000 young innovators, aged 15 to 24, from across the globe. Participants are encouraged to develop ground-breaking alternative protein concepts that are sustainable, nutritious, affordable and delicious.
Flavio Garofalo, growth platform director Culinary & Plant Attitude, Givaudan Taste & Wellbeing noted he is thrilled to collaborate with young leaders globally to drive alternative protein innovations that challenge conventional norms and deliver unforgettable, multi-sensory food experiences.
“We eagerly anticipate igniting fresh and creative ideas, ultimately inspiring and co-creating the next generation of delicious consumer products centred around alternative proteins with our customers,” Garofalo said.
Finalists in the “Shape the Future” Challenge will present their ideas in a virtual, live-streamed pitch to a jury of experts on the 9th January 2025. The winners will enjoy an exclusive visit to an innovation platform for the food industry based in San Francisco, which Givaudan has established along with other industry partners.
MISTA, an optimiser, enabling start-ups and established corporations to optimise ideas, products, people and investments, will help Challenge winners will gain valuable insights into alternative protein development, and how to optimise ideas, products, people and investments.
“Over the years, we’ve witnessed how collaborating with the next generation of innovators brings in fresh ideas and unique perspectives that can truly drive change. These young, digital natives are passionate about sustainability and the future, so it’s exciting to see companies like Givaudan appreciate the value of these partnerships,” said Aneta Londa, co-founder of Moonshot Pirates.
“We’re thrilled to partner with Givaudan to explore the future of alternative proteins and develop solutions that contribute to a healthier, more sustainable food system.”
Givaudan will support this project by providing nine expert mentors and exploring opportunities to scale up promising product innovations that emerge from the Challenge. The collaboration will also harness Givaudan’s global innovation ecosystem, bringing in the company’s experts, technologies and integrated portfolio of solutions to address the taste, sense, and nutritional challenges of alternative protein applications.
